I want to give people useless information , or make them think.
Mihara:In the music industry, CDs and records are not selling anymore, and in the fashion industry, people are buying clothes online. Lately, I've been thinking that we need to create a new market.
What do you mean by that?
Mihara:For example, when iTunes was created, Apple created it, right? Before that, there was a lot of software for illegal downloading, right? Music is now transmitted as data, and in a sense, the content has become controlled. Of course, not all music has become like that, but it has become subject to the rules made by Apple or someone else.
It is the same in the fashion world, and I really feel that major corporations, big-name maisons, and sports brands are creating the structure of the fashion business. It is the opposite of the underground.
Mihara:. I have a twisted personality, so I can't get along with such things at a good distance. Recently, I have been thinking that brands like ours need to create new markets that are not bound by the system.
KEN ISHII:Mihara-kun, you have been doing creative things all your life, but you are also running a business at the same time, right? That's what's so great about you, simply.
Mihara:I think the fashion business is like a puzzle, and to explain it very roughly, I think it is important to have a balance between the three pillars of creation, sales, and PR. Instead of thinking of these three in isolation, it is important that all three pillars grow in the same way so that they are all connected.
For example, we don't put our sneakers and other items on the web by themselves. Nowadays, the speed at which things become popular and sell does not match the speed at which the infrastructure is set up to handle them. If a product gets a lot of buzz and sells a lot, it might not be able to keep up with production, which would cause problems for the seller. Nowadays, people may think that buzz is all that matters, but we don't want our products to be buzz-worthy.
KEN ISHII:I see.
Mihara:If you get a lot of buzz, people will eventually get bored with your work. Instead, it is more important how to communicate with customers and how to educate them. Recently, we made a tabloid, which is now being placed at our clients. Instead of showing the clothes, we are showing the works of up and coming artists. I wanted to create an opportunity to inspire the customers, to make them think, "What is this? I wanted to create an opportunity for the customers to think, "What is this?
For example, if you listen to KenKen's music, it would be difficult for someone who has only listened to EDM to suddenly understand his music. So, I would say that after teaching them about YMO, Kraftwerk, and then Derrick May and Black Dog, they can finally get to KenKen.
Mihara:Nowadays, everyone is looking at their smartphone screens, and if you pick up a tabloid at a store, you'll see a different view. It's fine if you don't even know what's on the tabloid. Selling clothes is important, but at the same time, we need to convey the culture, and we want to show that as our brand attitude. I want to give people useless information, or rather, I want to make them think. . simply put.
KEN ISHII:That's right.
Mihara:Nowadays, when you open iTunes, AI will recommend music for you, right? Even in the fashion industry, just entering a keyword in an e-commerce site will bring up a variety of brands and make suggestions. In short, the time has come for AI to create people's tastes. If that happens, there is nothing we can do. This is at least a rebellion against such a system.
KEN ISHII:He said he would do what AI cannot do.
Mihara:. yes, yes. After all, it has become easier for people to know things, but not to think and choose. I have a feeling of, "Wait a minute! I have a feeling of "Wait a minute! It's like the passion you used to have when you bought a record. Back then, there was no information at all, and you had to go to a record store to listen to a sample, or if that wasn't possible, you just looked at the jacket and bought it.
KEN ISHII:It was a gamble, right? . an adventure. Indeed, people don't do that kind of adventure anymore. They don't have to.
Mihara:If people don't think, the world will be ruined. But I am sure that a genius or a savior will emerge, just like Kenken did in the 90's. It was a great shock when Japanese techno was recognized in that era. It was a great shock for Japanese techno to be recognized at that time.
KEN ISHII:Thanks . I'm kind of a little embarrassed today because I've received so many compliments (laughs).
Mihara:That was the way it was supposed to be. . because it was so original. I'm going back again, but I miss that atmosphere of not knowing what will happen tomorrow, just like in those days.
KEN ISHII:. We live in a world where so many things can be researched and predicted. When it comes to songwriting, I do the bare minimum to make it easy for DJs to mix, but if I put in the right twist that no one expects, the song will shine. In a sense, techno has become something that anyone can make, so it has become necessary to value the ideas and individuality that only that person has.
I used to go to clubs without any advance preparation; I had heard of a DJ, but when I actually heard him or her on the spot, I might find out that he or she was even better than I had heard, or vice versa. But nowadays, you can listen to a certain amount of mixes of DJs coming to Japan online, and I judge them accordingly. People can no longer spend money unless they know what they are getting. Well, I sometimes do the same thing, so I can't say anything bad about it.
Mihara:. I would like to see an era of more excitement in music again. . I especially want the younger generation to fall in love with music even more.
KEN ISHII:. it's true. Well, I know it is often said, but I think it is important to visit the scene. Listening to the same music at home is totally different from listening to it at a club or live music club. I want you to experience the difference. You can download music at home for a few hundred yen per song, but you should be able to understand why people go all the way to 10,000 yen to go to a festival. . because that phenomenon is happening all over the world. I hope you will take that first step.
Mihara:I think music and fashion have a very important place in culture. Music and fashion are very important in the culture, as they are easy for young people to get into. Of course, art and novels are important, but they require a certain level of knowledge. But when it comes to music and fashion, you can tell at a glance whether you like it or not. I think it is very important in that respect. That's why I have to do my best. Kenken, do you have anything you want to say in closing?
KEN ISHII:Well, it was nice to see you and talk to you today for the first time in a while.
Mihara:Me too . I'm sure I'll hear more great stories about cancer when I dig in (laughs).
KEN ISHII:. there are all kinds of stories I've experienced abroad (laughs).
Mihara:. I'd love to hear more about the current techno scene. . I mean, give me a line.
KEN ISHII:Ah , yes. Let's talk about music and child-rearing slowly next time (laughs).
